The brief
After the apparel catalogue, Rubick came back with watches: 500 products, each needing its own 30-second film for its product page, made only from the photos and product details Rubick supplied.
Why watches are harder than clothes
A shopper buying a watch zooms in on the dial. A film that adds a subdial, moves a numeral or blurs a marking misdescribes the product, which is worse than having no film at all. The watch has to stay true to the exact model in every shot, from the close-up of the dial to the watch on a wrist.
What each film shows
- Close-ups of the dial, the case and the strap or bracelet.
- The watch on a wrist, in an everyday setting.
- A water shot for the watches rated water resistant.
- Its selling points called out on screen, taken from the product data: dial colour and shape, water resistance, movement, model number.
- A visible 'Synthetically Generated' label.
How every film is checked
Each film is reviewed against its product before it goes out: the exact 30-second length, every callout against the product data, and any change to the watch itself, which is flagged and remade. The work moves in batches and is tracked by product ID, with feedback logged against each item rather than in loose notes.
Where it leaves Rubick
With the apparel catalogue before it, the work we have delivered for Rubick is now past 2,000 SKUs. Every product page can have a film, because the film comes from the listing rather than from a shoot.